Best Stuff On Earth (2015)

In 2015, the Snapple brand underwent a major makeover led by CBX, it’s longstanding  brand strategy and design agency. Over 20 different flavors of regular and diet teas underwent a packaging redesign. “Snapple has a strong following on both coasts and now it’s about reaching the center, so to speak, as it moves to boost household penetration throughout the country,” said Rick Barrack, CBX’s Chief Creative Officer.

In an effort to “amplify the playfulness, wit, and simple goodness” of the brand, its lettering was updated while keeping the brand’s signature curled “S” intact. A new hand-drawn sun was also added above its logo. CBX also placed an emphasis on Snapple’s New York roots with a NYC skyline featured on the updated bottles. “We want people across the country to share this excitement about the brand because, although it was born in New York, it’s truly made for everyone,” said Brent Chism, Snapple’s Director of Marketing.

Additionally, CBX created an Earth icon to embody “Made from the Best Stuff on Earth,” one of the brand’s long-lasting trademarked statements, dating back to its small Brooklyn storefront origins. “We wanted to make that statement more ownable,” Barrack said. “And we carried this element through to the top of the Snapple cap.”

Finally, Snapple added new feature captions to its packaging, including “Life’s a Peach,” “Lemon Large,” “Takes 2 to Mango” and “Kiwi Meets Berry.”

Real Fact numbers

The Best Stuff on Earth (BSOE) caps include Real Facts #1 to at least #1501 (the highest number in my collection) but are largely concentrated in three sets: #674-1031, #1088-1132, and #1221-1501. The BSOE caps include many numbers that were rarely printed during earlier promotions including:

  • 174
  • 191-229 (but missing a few in this range)
  • 238, 292, 321, 335,  366, 393 (Snaffle winners)
  • 658, 660, 661, 664, 669

References